The rise and rise of email marketing
Email marketing has been around for several years in one form or another. But what is possibly the oldest form of online marketing has continued to grow over the past few years to the extent that it can no longer be ignored. As it extends its reach across millions of new users every year, the potential of this promising and flexible medium as a way for brands to connect with their target audience is being recognised throughout the marketing world. As technology develops and email becomes more agile and accessible than ever, the possibilities for event marketing are endless.
Growth of a medium
Email is growing at an exponential rate, as businesses and individuals alike administer more and more aspects of their lives electronically. Tax authorities are moving towards paperless systems for financial and environmental reasons, while e-invoicing and even online booking for events are continually rising in popularity. With e-commerce also expanding at striking speed, it’s perhaps unsurprising that consumers are seeking the convenience of managing other aspects of their lives online.
Research from Radicati Group shows that as many as 144.8 billion individual emails are sent every single day, while Tatango has found the average person receives 1,216 emails every month. With so many messages clogging up the world’s inboxes, it is inevitable that not all are read – but for the organisations who invest in making their email marketing stand out from the crowd, the potential is huge.
Beyond the traditional view of email as a simplistic means of mass communication, it is increasingly recognised for its versatility. In addition to standard emails promoting the dates and times of events, so-called “lifecycle” email marketing is on the rise, sending automated messages to users performing certain actions at every stage of the conversion process.
Marketing goes mobile
Since the vast majority of people in the UK now own a mobile phone, it may not be surprising that text message marketing has also grown in popularity. But this development has brought advantages for the email too. Smartphones now account for more than half of global mobile sales and as this new device revolutionises the way we communicate, email is becoming more accessible than ever. According to Litmus, some 44 per cent of individuals access their email accounts on their phones.
As mobile users turn to their smartphones to do everything from buying train tickets to reading the news, accessing email is a crucial part of their daily lives. To match this, the way in which marketers use emails has altered significantly. Keeping text to a minimum to suit a smaller screen is a must, but there are other technical considerations to bear in mind.
Users will not wait for a slow and unresponsive page to load, for example, while presentation is key. As a result, email marketers are working to ensure that all images and formatting are compatible with mobiles, though businesses are also investing in developing websites optimised for the medium.
Email marketing has to be part of a long-term strategy if it is to succeed. The good news is that if a consumer has shared their contact information, they are already interested in what the business has to offer. From there, the real question is how to get them fully engaged. For example, giving details in the email text of an event that may interest the audience works well, but is best if coupled with a link to a page on which they can book their place. Easy-to-use, customisable event booking software like EventHQ can be used to complete the process. This tecnology can not only increase marketing flexibility but is also useful in ways such as prompting customers of incomplete bookings etc, making it a viable and useful system.